Category Archives: Placed Insights

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As National Ice Cream Month winds down, let’s look back at June for fun Placed Insights about ice cream parlors. People in Hawaii love their ice cream parlors — 62% more likely to visit than the national average. Not surprising with average June temps in the high 80s!

Treating the Heat – Summer Fun with Ice Cream and Amusement Parks

With 18% of visit share, Baskin Robbins led the pack of ice cream parlors. Cold Stone Creamery followed closely with 16%. And what do ice cream parlor visitors like to do for extra fun? Go to amusement parks, like Disneyland and
Six Flags.

More ice cream parlor highlights in the infographic below (click to enlarge).

Spring has sprung, so it’s the time for house and garden projects! To get started, consumers are heading to their favorite home improvement stores. The momentum started with Spring Black Friday sales in mid-March and will continue through early summer.

Popular Home Improvement Stores in April 2018

The Home Depot is the most popular home improvement store, followed closely by Lowe’s. Want to learn more about this category of stores, or The Home Depot specifically? Placed Insights is free and available online – to explore real-world foot traffic data for over 1,900 businesses.

Ability to Measure Store Visits Across Nearly 2,000 Businesses Now Freely Available through Placed Insights

Placed is making its location analytics platform, Placed Insights, available to the public at no cost. Launched in 2013, and utilized by hundreds of users across various industries including brick and mortar retail and restaurants, Placed Insights maps the real-world relationships between people and places.

“In the same way that Zillow’s Zestimate brought home value analytics to the masses, this evolution of Placed Insights will do the same for location analytics,” said David Shim, Founder and CEO at Placed. “We see very high demand for location analytics, yet adoption has been tempered by accessibility and cost to access an accurate and robust data set. Placed is taking the unprecedented step of education and investment in the industry by making location analytics available to all at no cost.”

Powered by 800 billion raw locations, 2.8 billion directly measured visits, and 94 million audited visits, Placed Insights to date has been a premium and paid service. With the announcement today, Placed is removing those barriers around Placed Insights, and open-sourcing access to one of the largest and most robust location analytics solutions in-market. Accessing Placed Insights is as simple as visiting placed.com, and entering any one of 1,900 businesses to garner robust location insights at no cost.

“When it comes to understanding the offline behavior of consumers, Placed is one of Taco Bell’s trusted partner,” said Lynn Hemans, Senior Director of Business and Social Intelligence. “Since partnering in 2016, Placed has been able to provide location analytics at a scale and accuracy that allows Taco Bell to take action against the data. In the past year, using Placed Attribution and Insights, Taco Bell has been able to deliver and optimize communication across media channels based on visitation.”

“Placed is a preferred location analytics and in-store attribution partner because of the scale of their privacy-compliant audience and the insights we uncover through their insights dashboard and cross-platform measurement solutions,” said Michele Siravo, VP, Managing Director, WHERE, at Horizon Media, Inc. “Access to Placed Insights has enabled us to enrich our strategic planning with location data – their foot traffic statistics are among a number of KPIs we ingest into Horizon’s proprietary data-driven integrated marketing platform, InfuseSM. Placed’s bold decision to open up its platform is an exciting opportunity for brands and agencies to gain a deeper understanding of their customers.”

The open-sourced version of Placed Insights will update on a monthly basis starting with January 2018. Insights generated from the platform include:

In addition to Placed Insights (Public, and Premium), Placed’s suite of products include Attribution, measuring the impact of ads on store visits, and Audience, enabling activation based on offline consumer behaviors.

Placed analyzed the location and visitation data generated by residents in the path of Hurricane Irma to gain insights into impacts of what has already proven to be an abnormally active storm season.

Foot Traffic to Businesses: Areas impacted by Hurricane Irma saw quantifiable increases in visitation to grocery stores (2.1x), gas/convenience (1.7x), and pharmacy (1.7x) in the days before expected landfall of Irma. While these visits were expected, unexpectedly visits to Pet Food and Supplies retailers, Diet & Nutritionists businesses, and Sporting Goods stores also saw increased visitation between September 4th through the 7th.

Restaurant/QSR locations saw up to 3.7x visitation rates by September 8th as residents began evacuation, or conserved supplies by eating out up until the last minute. Interestingly, Check Cashing locations saw upwards of 28X the visitation from prior to the hurricane, possibly due to banks being closed and power outages forcing cash only transactions. Wireless retailers also saw significant increases in visitation (1.5x-4x) before, during, and immediately following the storm.

Evacuations Before Landfall: By mapping “away from home” percentages by city by day, we clearly see the alignment to evacuation notices as well as delayed returns for areas where Hurricane Irma caused extended power outages.

Evacuations Start (Average): 2 days before landfall

Population Returns (Average): 3 days after landfall, 5 days after landfall for areas with extended power outages

Distance Traveled: The metric “distance traveled from home” indicates that the Sept 6th Hurricane Irma path projections, which placed the center of the storm traveling up the Eastern coastline, aligns with the first wave of residents of Miami and Naples opting to leave their home locations and travel distances averaging as much as 260 miles to escape the hurricanes cone of damage.

The September 7th announcement of mandatory evacuations for additional cities beginning Sept 8th initiated a second wave of residents departing with Ft Myers-Naples area seeing 73% of residents on the move.

Placed’s Top 100 monthly rankings of most visited businesses has been published for January 2017. The top categories to experience a climb in rankings this month include Automotive, Gas Stations, and QSR’s. Enterprise rose 17 spots to the 100th most visited business in January, whereas Sonic, Dairy Queen, and Valero each climbed 16 spots.

Dairy Queen, in addition to Baskin-Robbins (which increased by 15 ranking points) should be no surprise this month, as January marked the 18th warmest one on record in 123 years in the contiguous US.

Chevrolet Dealers and Ford Dealers, which each rose 11 spots and 9 spots respectively, experienced growth in foot traffic as January is tagged a favorable month to buy the most recent models of cars–sales are typically slow, and manufactures increase the price tag as the year goes on.

In terms of the biggest hits in rankings this month, the 25 businesses that experienced the largest drop in rankings all spanned the Retail category, a predictable trend given the end of the holiday shopping season. Retail businesses that declined the least in January 2017 rankings include The Home Depot, Dollar Tree, and the UPS Store, which each only dropped one spot from December. The 10 businesses to experience the largest declines on the list can be found below: